What does your logo say about your company?


First impressions play a big role in decision making and your logo is the main tool your customers will use to recognize your brand. As Jeff Bezos, founder of Amazon, says, “Your brand is what people say about you when you’re not in the room.” Oftentimes, the very first thing people will see from your brand is your logo. This means  every detail such as font, shape and color has the power to influence the consumer’s impression and impact their purchasing decisions.

Your logo’s font

Every font type and style can spark a specific emotion in your consumers mind. A study preformed at the Wichita State University determined whether or not different fonts were connected to different emotions or personalities. Their results found:

  • Serif fonts were seen as “stable,” practical,” and mature”
  • Sans serif fonts had no positive or negative personality connected to them.
  • Script fonts were viewed as “feminine,” “funny,” and “casual.”
  • Modern fonts were seen as “masculine,” “assertive,” and “coarse.”
  • Monospace fonts can feel “dull,” “plain,” and “unimaginative.”

Think about your logo. What style of font is used in it? Why did you choose this font and does it convey the right emotions you want people to associate with your brand?

Your logo’s shape

No matter what your logo will have a shape. Whether your logo is simply just text, just an icon, or both, you will have some sort of shape to your logo. The three shape categories consist of geometric, abstract/symbol & organic.

  • Geometric: This category includes man-made shapes such as precise squares, rectangles, circles and triangles. These shapes demonstrate a sense of order and power through their clearly defined boundaries and linework.
  • Abstract/Symbol: These are shapes that represent a specific element culture. FedEx is a great example of using a symbol in their logo. They incorporate an arrow with the letters, making a subtle but creative surprise.
  • Organic: This is an irregular non-symbolic shape that occurs in nature, such as leaves, water or rocks. This style, because of its natural shape, often symbolizes hope and helpfulness. These organic shapes are most often seen in non-profit organization logos.

Your logo’s color(s)

Colors are linked to the emotions in a human psyche. We all interpret colors differently, whether it is thanks to our cultural background’s influence or how we were nurtured. It is a good idea to look at the color pallet your logo currently uses and read deeper into what message it conveys based on the general emotions these colors can spark. Crowdspring came up with great examples of what emotions each color can covey:

  • Red: exciting, attention-grabbing, warm, connected to love, anger, life and comfort
  • Yellow: adventurous, evoking happiness, enthusiasm, youth
  • Green: money, connection to balance, health, sustainability, knowledge
  • Blue: honesty, high quality, competence, trust, reliability, integrity
  • Pink:  love, compassion, romance, gentleness, sophistication
  • Purple: creativity, royalty, mystery, respect, playfulness
  • Brown: outdoors, organic, natural, friendly,
  • Black: sophistication, intelligence, seriousness, and expense
  • White: order, innocence, purity, cleanliness, neutrality, space
  • Grey:  timelessness, neutrality, refinement, practicality

Logos are your first impression on an audience; be sure the one you have represents your company to the best of its ability. Check out our blog for more helpful posts about the power of color, your logo and other design elements.

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